Since we launched QRzing.com we have seen the good, the bad and the ugly as far as QR codes are concerned. Here are 10 of our top tips to help you achieve QR code marketing success.
- Have a very clear “call to action”; a solitary QR code in the corner of a poster is not going to attract attention. This is marketing right? Sell it to ‘em... make your customers want to scan your QR code and tell them what they will get in return. “Scan now to get 40% off your next purchase” or “Scan here to download the xyz app” is the type of message you should be aiming for.
- Offer as much value through your QR code as possible; reward your customers for making the effort to take their mobile out of their pocket and scan your code. Don’t just pass on a link to your website; give them instant access to great offers and they’ll scan your codes again and again.
- Make sure your landing pages are mobile optimised; QR codes are a “mobile thing”, they are only every going to be scanned by a mobile device so make sure the landing page you are sending your customers to is optimised for mobile devices.
- Simplify your QR codes. The longer the URL or address of the content you are sharing, the more complicated the QR code will look. Use a URL shortener (all dynamic QR code generators give you this option) to make your QR code more attractive to your customers and easier to scan with their mobile devices.
- Use Dynamic QR codes to track the performance of your mobile marketing campaigns. Dynamic QR codes let you track when, where and on what device your QR codes are being scanned. This can give you a great insight into where, how, and why customers are accessing your content and interacting with your brand.
- Test that your QR codes are readable with a range of devices. I know this sounds obvious but remember to test your QR codes are readable throughout all stages of your marketing materials production cycle. Get your colleagues, friends and family to test your promotional products before you distribute them.
- Keep your destination offers and content current. Printed marketing materials are expensive so you want them to remain usable for as long as possible; dynamic QR codes let you change the destination of the QR code without having to change the QR code itself. This way, you could have a 12 month poster campaign which incorporates a dynamic QR code that takes your customers to weekly or monthly offers.
- Only use a QR code where it can be easily scanned. Using coloured tiles to embed your QR code into the floor of your reception area might seem like a good idea at the time but don’t expect it to get scanned very often! If displaying your QR code on digital signage, make sure you give your customers enough time to get their phone out to scan it!
- Use the right QR code type at the right time. QR codes come in two types: ‘static’ and ‘dynamic’. Dynamic codes have a whole host of benefits including the ability track user behaviour and keep shared content right up to date BUT they do rely on Wi-Fi or mobile internet coverage to work. If you are only sharing a short piece of text, perhaps an email or postal address consider using a static code.
- Use multiple QR codes to segment your marketing channels. QR codes are cheap, so use lots of them. Do you print your marketing materials in different publications or in different languages? Use a different dynamic QR code on each version so that you can compare their scan statistics - giving a great insight into which part of your marketing budget is giving you the greatest return.
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